Apple’s iOS 14.5 privacy update and the absence of the Identifier for Advertisers (IDFA) is giving marketers cause to reconsider their measurement and attribution practices.
And while challenging for marketers, Apple’s digital privacy shift aligns with consumer sentiment on personal data usage. Some 44% of consumers state that privacy concerns influence their online behavior, according to an AppsFlyer and MMA Global survey.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring AppsFlyer’s Brenda Chen, director of solutions architecture, and Royal Bank of Canada (RBC) Ventures’ Michael McCue, head of performance marketing. They discussed the solutions RBC Ventures put in place prior to iOS privacy updates, the results they’re seeing, and how their strategy is now evolving.
Watch this webinar and learn:
- How to effectively leverage first-party data in the post-iOS 14.5 world
- Why it is important to proactively communicate with consumers about privacy and data usage
- What the best practices are for attribution in the absence of IDFA
Presenters:
Brenda Chen is director of solutions architecture at AppsFlyer. With over six years in the mobile app ecosystem, Brenda leads the core team in North America responsible for strategic technical resource support of clients through digital transformation and industry changes. Prior to AppsFlyer, Brenda held roles as technical engineer at Mixpanel and sales consultant at Oracle.
Michael McCue is head of performance marketing at Royal Bank of Canada (RBC) Ventures. Michael is a hybrid performance marketer with 10+ years planning and buying experience across paid social, programmatic, digital and traditional media. From working at external agencies to now leading an internal center of excellence team, Michael manages the spend, optimization, and growth of 20+ small businesses throughout Canada.
Moderator:
Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.
